Evolution of Marketing
The emergence of new media and technologies in recent years is quickly changing the pharmaceutical marketing landscape in the United States. Both physicians and users are increasing their reliance on the Internet as a source of health and medical information, prompting pharmaceutical marketers to look at digital channels for opportunities to reach their target audiences.
In 2008, eighty-four percent of U.S. physicians used the Internet and other technologies to access pharmaceutical, biotech or medical device information – a twenty percent increase from 2004. At the same time, sales reps are finding it more difficult to get time with doctor’s for in-person details. Pharmaceutical companies are exploring online marketing as an alternative way to reach physicians. Emerging e-promotional activities include live video detailing, online events, electronic sampling, and physician customer service portals such as PV Updates, MDLinx, Physicians Interactive and Epocrates.
Direct-to-users marketers are also recognizing the need to shift to digital channels as audiences become more fragmented and the number of access points for news, entertainment and information multiplies. Standard television, radio and print direct-to-users (DTC) advertisements are less relevant than in the past, and companies are beginning to focus more on digital marketing efforts like product websites, online display advertising, search engine marketing, social media campaigns, and mobile advertising to reach the over 145 million U.S. adults online for health information.
Read more about this topic: Pharmaceutical Marketing
Famous quotes containing the words evolution of and/or evolution:
“The evolution of a highly destined society must be moral; it must run in the grooves of the celestial wheels.”
—Ralph Waldo Emerson (18031882)
“Like Freud, Jung believes that the human mind contains archaic remnants, residues of the long history and evolution of mankind. In the unconscious, primordial universally human images lie dormant. Those primordial images are the most ancient, universal and deep thoughts of mankind. Since they embody feelings as much as thought, they are properly thought feelings. Where Freud postulates a mass psyche, Jung postulates a collective psyche.”
—Patrick Mullahy (b. 1912)